Marketing objectives are functional objectives. They are what the business is trying to achieve through marketing mix activities during a specified time period. 

Examples of marketing goals/objectives:.

Here the desired outcomes of your marketing strategy should be expressed in terms of, for example:

1. The volume of expected sales.
2. The value of sales to be gained.
3. The target percentage market share to be gained.
4. The percentage increase in product awareness or brand recognition.
5. The increase in availability, profitability, revenue growth or customer satisfaction.
6. An increase in customer loyalty.
7. An expansion into defined new markets/segments.
8. The successful launch (with KPIs) of a new product.
    

The purpose of your marketing objectives.

1. As a way of defining success and ROI.
2. To provide purpose and focus to your team, agencies and other suppliers.
3. To provide a framework for co-ordination across the organisation.

Always try to include a target date for when the objective should be achieved.

 

To construct your marketing objectives:.

1. Decide on your target market or target audience.
2. Agree what marketing activities your objectives plan to focus on.
3. Decide what you plan to optimise.
4. Agree on your primary marketing objective.
5. Then (as appropriate) break them down further into, for example:
   
   • Marketing communications objectives which might be:
     
     • Advertising objectives.
     • Sales promotion objectives.
     • Direct marketing objectives.
     • Experiential marketing objectives.
     • Web development objectives (for example), etc.
   • Brand development objectives, or
   • Product distribution objectives, etc.

Briefing the objectives - the practical application.

When briefing a supplier or agency:

1. Review similar campaigns that successfully achieved this objective.

   Agree how this was achieved, what can be learnt from each campaign and what could be improved upon.

2. Decide how important it is to achieve any secondary objectives.

   Campaigns with multiple objectives often fail to deliver.

3. Be specific about when the KPI's evaluation data be available and who will supply it.